Last week we looked at how to create lead magnets as an important step in your marketing and sales process. In case you didn’t read the last post all about lead magnets, head here to catch up. But as a quick refresher, lead magnets are those free pieces of content that you use to draw prospects in and begin to build trust and credibility, so you can convert the lead into a customer.
KNOW- LIKE- TRUST- BUY
Our goal is to get our prospects to know us (that’s the exposure that social media can offer), then to like us (likeability is a big factor in the buying cycle and comes through the type of content you are sharing and your ability to build rapport through that content) and then to trust us to be able to solve their problems and provide answers before they will buy from us.
Too many people expect to go from KNOW ME to BUY FROM ME and are disappointed when posting on social media doesn’t result in sales. There are more steps to the typical sales cycle. Not always, but most of the time. There are times I am scrolling through Instagram and see a great skirt, or cool gift idea and will click over to purchase the item immediately. When it’s a low dollar investment, I may not need to trust you or even like you, as long as I can buy from you NOW. Whether I return or not, might take a little of the likeability and trust factors. Great lead magnets offer valuable information that can build trust and even likeability.
DELIVERING A LEAD MAGNET:
Now that we have those great pieces of content created, let’s talk about how to get them out to people. You want to either house your lead magnet on a cloud service like Dropbox or Google Docs, or if you are using a service like Leadpages (see below), you will upload your pdf there for easy delivery.
To get started you need to have an email service. This is where you will gather the contact information and then nurture the relationships with these folks with weekly or monthly email campaigns. Some of these have a free option to begin but all of them are very reasonable to get you going. Here are just a few:
Within the email service you can create sign up forms so people can opt-in to your lists for newsletters or lead magnets. These are not necessarily going to provide a beautiful landing page (a page that looks like a website with copy on it explaining what they are about to download or sign up for), but instead most email services can provide a lead “box” or form that simply collects the contact information, but technically you could have this form collect an email and set up an initial triggered email within the service that sends out a message with the link to your lead magnet going to the item in Dropbox or Google Docs.
You may want to sign up for a service that helps you build out simple templated landing pages, like Leadpages. Leadpages gives you templates that are tested and proven for higher conversion rates. They are set up to look more visually appealing than a plain form or lead box. They have templates for getting webinar registrations, complete with countdown clocks and information spots about the instructors on the webinar. Leadpages has a monthly cost starting at $25 a month, and if you are going to commit to building your email list, this is an investment worth every penny.
Using a tool like Leadpages, you would create a landing page like the one below, and then when the person clicks on the button to request your download, their contact information is sent directly to your email service and an email is sent from Leadpages with the lead magnet attached. All automated for you.
I Have Your Email, Now What?
Now that your prospect has your wonderful piece of content and you have their contact information, what happens? As you are building your lead magnets, be sure to ask yourself this question, “Now What?” When the prospect gets to the bottom of your lead magnet or finishes listening to you on a webinar or video that they consumed, what should they do next? Put a link in the email they get with the lead magnet or put it directly on the item that is sent, back to your website, or to a blog post that they might find helpful.
And now that their email address is in your email list, you might want to set up a regular email that goes out providing additional resources they might find helpful. Tips or resources you have found helpful and want to share. An invitation to join you for a webinar or an offer for a free consultation with you and your team. Think of ways to stay in touch with the people on this list. Nurture the relationships and soon they will convert to paying customers.
Before you get to feeling overwhelmed, I want you to know that if you take this step by step, it is VERY DOABLE! You can do this, even by your little ol’ self. You don’t have to be a technical wizard, you just have to be willing to learn something new. If you get stuck or have questions on one part or another, let me know. I can point you to some resources for help.
So to recap:
1. Create your lead magnets (see last post for lots of ideas)
2. House your lead magnet somewhere—Google Doc, Leadpages, Dropbox, mostly as pdf files.
3. Set up your email service provider
4. Create your landing page or lead capture box
5. Nurture the people who are now on your email list.